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Chapter 7: Keeping Score > CUTTING YOUR LOSSES

CUTTING YOUR LOSSES

Like most businesses, the app business is a numbers game. Some apps are going to work, and some aren't. Sometimes apps don't perform as expected even if you have an awesome icon, exciting screenshots, an appealing name, and a well-designed app. This is why I don't spend a lot of money to begin with until I see a demand in the market for the app. After you've tried to improve your app and its marketing elements based on the suggestions mentioned earlier in this chapter for three to four months, it's time to move on and focus your energy on a different app. Like any relationship or investment, cutting losses is difficult, but it's vital for you and your business.

For instance, I had created a paid app called Flashlight, which used the iPhone's camera flash to turn the phone into a flashlight. For about nine months, the app did alright. I noticed sales were falling. I focused on improving the core marketing components for a few months yet the app's sales still declined. At that point, I had to decide to cut my losses and stop investing time and money in the app. I decided to make Flashlight a free app and use it to funnel traffic to my other apps. Although Flashlight never became a huge money maker, it contributed to the overall ecosystem of my app business funneling traffic to my other apps.


  

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